ВПЛИВ МЕРЧАНДАЙЗИНГУ НА ПОВЕДІНКУ ПОКУПЦІВ

Abstract

The purpose of the article is to investigate modern methods and tools of merchandising, as well as to determine the effectiveness of their influence on buyers. The article examines the role and significance of merchandising as an effective and necessary tool of marketing communications at points of sale. Considered how merchandising affects the behavior, psychological state, emotions, perception and satisfaction of buyers. Peculiarities, goals and tasks, objects, subjects, elements and forms of merchandising were studied. Merchandising has been found to influence consumer behavior, emotions, perceptions, and satisfaction levels using various techniques and tools such as colors, shapes, sizes, contrasts, symmetry, proportions, rhythm, harmony, and various social influences and interactions between people. Merchandising must also take into account cultural characteristics and differences that influence consumer behavior and choice. Examples of the use of modern effective merchandising techniques by the domestic trade network aimed at attracting buyers and stimulating them to spontaneous and additional purchases are given. It was determined that an individual approach to design, the use of different styles of store equipment, the creation of an atmosphere that corresponds to the theme, history, culture or aesthetics of the store promotes the interest of buyers, turns the usual process of purchasing goods into an exciting experience, family leisure or a themed trip. The modern trends and prospects of merchandising in the conditions when there are more and more stores and the preferences of buyers are changing more and more quickly have been determined. It is noted that in merchandising it is necessary to use new technologies, such as virtual reality, augmented reality, artificial intelligence, big data, mobile applications, QR codes, RFID tags, NFC chips, electronic price tags, interactive displays, touch screens, voice assistants, recognition of faces, gestures, emotions, etc. Recommendations on the use of modern effective methods and tools of merchandising at the points of sale have been developed.